Paid Media Highlights in July
The last few months have seen a variety of changes to the paid media world. From Google announcing a new 3 strike system for ad policy violations to LinkedIn updates, there’s been a lot of change in the paid media sphere in July.
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Google Image Extensions
The image extension feature within Google Ads is now out of beta and it can be implemented across all accounts!
However…in reality, we are still finding that not all accounts have this feature enabled yet. It appears to be quite hit or miss as to which accounts have this functionality and which ones don’t.
The ability to attract more customers by enhancing text ads with images is appealing, with this potentially increasing both quality score and CTR. Advertisers should know, however, that these images are dynamically inserted, so keeping on top of what types of images are showing for each ad is important!
Ad Account Certifications Audit and the New ‘Strike’ policy
At the end of June, we were notified by Google that they were performing an audit of restricted verticals for which they require certification. Essentially, we were warned that any accounts that have certificates in a variety of restricted areas, such as healthcare or financial services, could be impacted or have their certification revoked. Since then, we, along with the rest of the digital marketing community, have seen an increase in ad disapprovals as Google have tightened up their compliance policies.
To take things even further in the coming months, Google announced in July that they are planning on piloting a new ‘strikes’ system to address repeat ad policy violations. From September 2021, strikes will be issued for violations of Google’s Enabling dishonest behaviour, unapproved substances and dangerous products or services policies.
Each time your account violates a policy within 90 days of their first policy warning, Google will apply sanctions of increasing severity. On the first warning, only the relevant ads are removed. Strike two sees your account placed on a temporary hold for three days during which ads are not eligible to run. This increases to seven days on strike two before account suspension on strike three.
Based on the tightening of policies over the past few months, the introduction of this new strike-based system is quite intimidating… It will be interesting to see how Google plans to couple these strikes with their existing appeals system.
Covid-19 Ad Grant Funding Continued
A pleasant surprise that we experienced at the beginning of July was that the additional Covid funding for Google Ad Grant accounts has remained in place. Despite the fact that it was expected to run out in June, all of our Google Ad Grant accounts that had received additional funding still have it.
Google have yet to announce when this funding will come to an end, but we are grateful for the additional opportunities that it is providing to our accounts.
Ads Creative Studio
At the end of June, Google introduced its new creative management tool; Ads Creative Studio. Google heralds the software as ‘a unified home for Google’s creative advertising tools, to help you build compelling experiences for video, display, and audio ads’, but what does this actually mean?
In Essence, Google is unifying aspects of its products to create a more cohesive and easily manageable platform for creative teams. So, features that were previously only available within certain products and to limited advertisers, such as Director Mix, are now available in one place.
Google claim that it will ‘create one process across display, video and audio’ as well as ‘improving collaboration across teams.’ We would love to hear from anyone who has been using Ads Creative Studio to see if it has improved the unity of your processes and teams.
New Google Partner Badge
In June, Google responded to the calls of Google Partners who already believed that they meet the February 2022 Partner Requirements. Google have now allowed Partners who already met the new requirements to gain early access to the new partner badge.
Partners still need to spend $10K across managed accounts for 90 days and ensure that 50% of account strategists are certified by Google ads, but now, advertisers also have to maintain a 70% optimisation score.
LinkedIn Introduced Event Ads
LinkedIn recently introduced the Event Ad Format to its users. Like events in Facebook, the event appears in a user’s feed if a user’s mutual connections have shown an interest in the event and gives them the option to register themselves.
In conjunction with this, they have also revealed that they will soon be launching an Event analytics Tool where you can measure the performance and return on investment of an online LinkedIn Event that you have organised. We’re excited to see these developments in the advertising options available within LinkedIn and we are looking forward to see how this new events feature will change the LinkedIn landscape.
Did we miss anything?
Tweet us at upriseupSEM, email us at [email protected], or send us a message through our contact page if you think we missed something important. We would love to hear what’s got you thinking this month!
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